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What you measure matters

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This presentation was for a group of HVAC Contractors

Published in: Marketing, Technology, Business
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What you measure matters

  1. 1. WHAT YOU MEASURE, MATTERS Lorraine Ball | Roundpeg
  2. 2. WHAT SHOULD YOU MEASURE? Visits | Views | Conversion
  3. 3. VISITS If you build it, will the come?
  4. 4. Metric: Sessions (Visits) • Objective: More visits than a year ago
  5. 5. Metric: Visits • Where do visitors come from? Where Does Traffic Come From? Organic Search Direct Referral Social Email
  6. 6. Action : Target Each Source • Increase – Direct traffic with off line activity – Organic traffic with content – Referrals with directory listings and cross promotion – Social traffic with activity – Create or expand your email list – Consider paid advertising when all else fails
  7. 7. VIEWS (INTEREST) People come, now what?
  8. 8. Metric: View • Objective: At least two pages per visit • Common mistakes – Too many choices – Slow load speed – Non-responsive design – Poor navigation
  9. 9. Metric : Interest • What attracts people – Landing pages Page % of Traffic / (Home Page) 38% /2009/11/do-whole-house-humidifiers-work/ 9% /2013/11/why-does-my-furnace-smell/ 7% /contact-us/ 7% /about-us/customer-feedback-form/ 6% /electrician/ 5% /2013/01/hvac-tax-credits-2013/ 3%
  10. 10. Metric: Interest • What are people interested in – Most popular posts – Path – Do you have internal links
  11. 11. Common Mistake: Interest • Common Mistakes – Old, thin or unoriginal content – Not treating your website as the center of your marketing
  12. 12. Action: Create Clear Path
  13. 13. Action: Create a Clear Path
  14. 14. Conversion • Contacts and inquiries • Newsletter signups • Service requests
  15. 15. Action: Increase Conversion • Give people something to do – Add downloads, check lists and surveys – Create web based offers – Add service renewal and scheduling
  16. 16. Stay in Touch Lorraine Ball. lorraine@roundpeg.biz | @lorraineball www.roundpeg.biz Facebook.com/roundpegindy

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